How to Find New and Returning Users in Google Analytics 4 (GA4)

Google Analytics 4 lets you identify new and returning users through audience segments. Users who visit your website for the first time are “new users,” while those who come back are “returning users.” To find these metrics, go to GA4’s Reports section and click on “Acquisition” or “Engagement.” You can create custom segments by selecting “Add Segment” and choosing “New Users” or “Returning Users” as conditions.

The comparison report shows key differences between these groups, including session duration, page views, and conversion rates. This data helps you understand visitor behavior and adjust your marketing strategies.

Step-by-Step Guide to Find New and Returning Users in Google Analytics 4 (GA4)

Step 1: Navigate to the Traffic Acquisition Report

Start by logging into your Google Analytics 4 account. Then, go to Reports > Acquisition > Traffic Acquisition. You will notice that the report does not initially display metrics for new and returning users.

Step 2: Open the Report Customization Panel

To modify the report, click the Pencil icon in the top-right corner of the screen. This will open the customization panel, allowing you to adjust the displayed metrics.

Step 3: Access the Metrics Section

Next, locate the Metrics section within the customization panel. Scroll down until you find the Add metric box, then click on it to add new data fields to your report.

Step 4: Add New and Returning Users Metrics

In the search bar, type New users and select it from the dropdown list. Repeat the process for Returning users to ensure both metrics are included in your report.

You might notice that the search results include multiple related pages. To see the traffic source for exactly one page, we’ll need to add a filter.

Step 5: Organize The Metrics Order

Once you have added the new and returning user metrics, you can rearrange their positions. You have the flexibility to place them anywhere between positions 1 to 12, depending on your preference and reporting needs.

Step 6: Apply and Save Changes

After finalizing the adjustments, click the Apply button to save your changes. Your traffic acquisition report will now display the new and returning user data, helping you analyze user engagement more effectively. For permanent view, click Save > Save Changes to Current Report > Save.

Final Thoughts

Tracking new and returning users in Google Analytics 4 is essential for understanding visitor behavior and making informed marketing decisions. By following the steps outlined above, you can gain valuable insights into how many new users are discovering your website and how many are returning for more.

With this data at your fingertips, you can refine your strategies to improve user engagement, enhance retention, and optimize your website’s performance. Start leveraging these insights today to drive better results for your business!

Frequently Asked Questions

How do I differentiate between new and returning users in GA4?

GA4 tracks new and returning users through the User acquisition report. Users can access this report by selecting Acquisition > User acquisition in the left menu. The report shows clear metrics for both new and returning users, including engagement time and event counts.

What is considered a new user in Google Analytics 4?

GA4 defines a new user as someone who visits your website or app for the first time within the selected date range. The system assigns a unique identifier to each new user when they first interact with your property.

How accurate is GA4’s new vs returning users data?

GA4 provides accurate user data based on first-party cookies and user IDs. The system maintains data accuracy by tracking users across devices and sessions. Some variations may occur due to cookie deletions or private browsing.

Where can I find the returning users report in GA4?

Users can find returning user data in the Retention report section of GA4. Navigate to Lifecycle > Retention to view detailed metrics about returning users. The report displays user return frequency and engagement patterns.

How does GA4 calculate returning user percentage?

GA4 calculates returning user percentage by dividing the number of returning users by the total number of users. The system identifies returning users through persistent cookies and user IDs. This calculation helps measure user loyalty and engagement.

Can I create a custom report for new vs returning users in GA4?

Users can create custom reports in GA4’s Explore section. Select the Exploration template and add new/returning user dimensions and metrics. The custom report allows specific analysis of user behavior patterns.